First Look: Teavana’s new store design
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Starbucks Corp. has unveiled a new store environment for its Teavana division.
In the new store design, tea is not hidden in tins. Instead, loose-leaf teas are boldly displayed in large glass cylinders for customers to see and smell as employees help them create custom blends.
“We’re bringing tea closer to our customers, immersing them in a hands-on tea experience,” said Bill Sleeth, VP, Starbucks store design. “Making tea completely accessible by putting it at customers’ fingertips, makes it less intimidating and more intriguing.”
The new design, now in place in several locations, will be in place in nearly a dozen Teavana stores across the country by yearend. Additional stores are scheduled for renovation in the coming months and next year.
The design concept is intended to guide customers through the store to discover their personal preferences in flavors and tea varieties.
“We’ve learned that customers crave multi-sensorial experiences and are intrigued by exploration when shopping,” said Sleeth. “Through our design, we are unleashing Teavana teas and delivering a contemporary approach to tea culture.”
Materials were selected to make the space warm and inviting. Different tones of grey to add a note of elegance. A tea wet bar is placed near the entry of store, with different varieties of iced and hot teas available for sampling each day.
The visual focal point of the store is a “blending” table that sits at the center of each location. Concrete bowls with stainless steel inserts are attached to the tables that invite customers to consult with associates and experiment with the nearly 100 premium loose leaf teas that Teavana offers.
“The concrete bowls and table base are handmade, just like tea is handmade,” said Sleeth. “The craft of tea is reflected through the details of the design. We’ve dialed up the elegance particularly in the areas where interaction takes place.”
Subtle cues throughout the store represent the tradition and heritage of tea. For example, tables used to display colorful merchandise were constructed with a raised edge, fashioned after the baskets used to collect tea after it’s been dried.
“Our aim was to draw inspiration from the way tea is handled at origin including the way it’s picked and dried,” said Sleeth. “It’s a subtle way that we help tell the tea story.”
Starbucks Corp. has unveiled a new store environment for its Teavana division.
In the new store design, tea is not hidden in tins. Instead, loose-leaf teas are boldly displayed in large glass cylinders for customers to see and smell as employees help them create custom blends.
“We’re bringing tea closer to our customers, immersing them in a hands-on tea experience,” said Bill Sleeth, VP, Starbucks store design. “Making tea completely accessible by putting it at customers’ fingertips, makes it less intimidating and more intriguing.”
The new design, now in place in several locations, will be in place in nearly a dozen Teavana stores across the country by yearend. Additional stores are scheduled for renovation in the coming months and next year.
The design concept is intended to guide customers through the store to discover their personal preferences in flavors and tea varieties.
“We’ve learned that customers crave multi-sensorial experiences and are intrigued by exploration when shopping,” said Sleeth. “Through our design, we are unleashing Teavana teas and delivering a contemporary approach to tea culture.”
Materials were selected to make the space warm and inviting. Different tones of grey to add a note of elegance. A tea wet bar is placed near the entry of store, with different varieties of iced and hot teas available for sampling each day.
The visual focal point of the store is a “blending” table that sits at the center of each location. Concrete bowls with stainless steel inserts are attached to the tables that invite customers to consult with associates and experiment with the nearly 100 premium loose leaf teas that Teavana offers.
“The concrete bowls and table base are handmade, just like tea is handmade,” said Sleeth. “The craft of tea is reflected through the details of the design. We’ve dialed up the elegance particularly in the areas where interaction takes place.”
Subtle cues throughout the store represent the tradition and heritage of tea. For example, tables used to display colorful merchandise were constructed with a raised edge, fashioned after the baskets used to collect tea after it’s been dried.
“Our aim was to draw inspiration from the way tea is handled at origin including the way it’s picked and dried,” said Sleeth. “It’s a subtle way that we help tell the tea story.”